Tuesday, 2 June 2015

1) Avicii - Feeling Good 8.6
2) AUDI - Stan Lee Cameo School 8.5
3) Huggies Presents - Meeting Murilo 8.4
4) Coop - The Organic Effect 8.2
5) Justin Timberlake’s Sauza® 901® - No Limes Needed 8

Each month Be On rates the top 5 global videos. Be On’s ranking is based on an internally developed scorecard, where the videos are evaluated based on six general criteria (Instant Attractions, Audience Retention, Storytelling, Shareability, Production, Overall campaign) measuring the campaign’s online success. The rating is from 1-10, where 1 is the lowest.

1) Avicii - Feeling Good by Volvo Cars
Ad Agency: Forsman & Bodenfors
Rating: 8.6

Volvo Cars continues its highly successful #MadeBySweden series of videos together with Swedish super agency, Forsman & Bodenfors. Previous instalments have starred the likes of The Swedish House Mafia and iconic footballer, Zlatan Ibrahimović, who rapped the Swedish national anthem in an unforgettable winter saga in 2014.

This time, Volvo joins forces with Aviciii, one of Sweden’s most popular artists, for their first global campaign for the new Volvo XC90, “A New Beginning”. The result is a beautiful piece of “trackvertising”; an advertisement and musical track hybrid, co-released by a brand and musical artist. This is a smart move, considering music videos are one of the most popular forms of content on Youtube, attracting views over an extended period of time, not just during launch week. And of course, the better the track is – the more views the content will get. Other examples of successful “trackvertising” are Shakira’s La La La with Activia and Beyoncé’s music video for H&M. The collaboration works perfectly with brands looking to produce engaging content and monetise this in new and creative ways. This beautifully filmed narrative has garnered over twomillion Youtube views in less than three weeks, securing Volvo and Avicii’s collaboration in first place for this month’s Be On Top 5.

2) AUDI - Stan Lee Cameo School
Rating: 8.5

Featuring none other than the world’s greatest cameo actor of all time, Stan Lee, AUDI’s most recent video takes a subtle approach when showcasing their latest model. Featuring celebrities such as Kevin Smith, Tara Reid, Michael Rooker, Jason Mewes and Lou Ferrigno, the Audi S8 even makes its own cameo appearance, finding its way into a star-studded line up. Teeing up to the now released film, The Avengers: Age of Ultron, featuring the Audi R8, TTS and A3 Cabriolet, AUDI uses the conventions of blockbuster cinema to their advantage. They know how to tap into their comic consuming audience, choosing comic book writer, Kevin Smith, to direct the video. Packed with geek-friendly popular culture references and dry humour, you can’t help but crack a smile as viewers try and guess whether Stan is really drinking coffee, or ‘cameo drinking coffee’. AUDI are evidence that brands don’t always need to be bold to gain consumers attention. Instead, using subtlety, humour and knowing their audience, helped them clock up over two Million views since launching the video.

3) Meeting Murilo by Huggies
Ad Agency: Mood / TBWA, Brazil
Rating: 8.4

The first time many mothers see their child comes before the baby is born, during an ultrasound scan. But what if a mother is visually impaired? Huggies, a disposable diapers brand, wanted to offer one such mother the possibility to meet her child through a 3D printed sculpture of her unborn child. The result is an intensely emotional video that brings tears to the eyes of the Brazilian mother to be, Tatiana. What’s great about this video is that it resonates across multiple cultures, transcending the limits of language across the screen. The video is apart of a larger campaign #CountingTheDays, which has been created by Huggies Brazil and includes multiple pieces of engaging, emotional and personal content.

Running high on both emotion and hope, this video is certainly a tearjerker, appealing to audiences through the universal bond of mother and child. Everyone is someone’s child and can recognise the genuine motherly love that is portrayed from this film. The touching story also helps to amplify the campaign’s key message: “Every Mother Deserves to Embrace Each Moment”, helping to create a brand that families are likely to feel more affiliation with.

4) Coop – The Organic Effect
Ad Agency: Forsman & Bodenfors
Rating: 8.2

Tackling the global issue of pesticides, Swedish supermarket chain Coop, takes a look into what happens to a person’s body when they switch to organic. Brought to viewers by Acne Film, coop introduce the Palmbergs, a regular family undergoing an unusual scientific experiment. Tasked to eat strictly organic food only for two weeks, scientists use urine samples to measure the health benefits of switching from regular food to purely organic. By the end of the video, viewers see a dramatic change in the number of chemicals in each of their bodies. Joining force with The Swedish Environmental Research Institute, helps give the film kudos and makes it more credible. Whilst it encourages people to support local organic farming and look after their bodies, it also associates the supermarket with wellbeing and health in the eyes of the consumer. Their realistic and scientific approach communicates a positive message in a unique and and dynamic way. No wonder the campaign has generated over 40,000 likes on Facebook and an impressive 3.8 Million views in total.

5) Justin Timberlake’s Sauza® 901®: No Limes Needed
Ad Agency: N/A
Rating: 8

Tequila brand, Sauza, took storytelling to a postmodern level with their most recent campaign. The ad stars pop sensation turned actor, Justin Timberlake and is shot in a classic documentary style. It tells the story of a once famous lime, cast out of the limelight by the arrival of a hot new tequila brand. JT, AKA The Lime, was once celebrated as the ‘greatest condiment of all time’, until Sauza makes the juicy tequila accompaniment redundant. Unique and obscure in nature, this is original storytelling at its most creative. Hilarious convincing acting combined with high production value make the ad extremely shareable. With JT starring in the video and conceiving the original concept, this is a great example of brand and celebrity working together, generating something that goes beyond what’s expected. With Timberlake tweeting a 30 second clip of the video his loyal fan base garnered great traction on social. Sauza is a brand that know how to source top tier talent and aren’t afraid to get experimental with their ideas putting them in this month’s Top 5.